Lost in Local Search
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Google Business Profile Mistakes That Cost Dental Practices Patients
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Your Google Business Profile might be actively driving patients to your competitors—and you'd never know it. When patients search for dental services, Google's local pack dominates the results page. The three practices that appear there capture the lion's share of clicks. If your profile contains common mistakes, you're not just missing that coveted three-pack—you're making competitors look better by comparison.
The frustrating part is that most Google Business Profile mistakes are entirely fixable. They persist not because they're difficult to correct, but because practice owners don't know to look for them. Meanwhile, every day those mistakes remain, potential patients choose other practices.
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Inconsistent or Incorrect NAP Information
NAP—Name, Address, Phone number—consistency seems basic, but inconsistencies are shockingly common. "Main Street" versus "Main St." matters to Google. Suite numbers that appear on some listings but not others create confusion. Phone numbers that ring to old locations or disconnected lines actively lose patients.
These inconsistencies don't just exist on your Google profile—they propagate across the internet. Directory listings, review sites, map applications, and data aggregators all share information. One incorrect listing becomes a dozen. Google sees the inconsistencies and loses confidence in which information is correct, often demoting your visibility as a result.
Fixing NAP issues requires auditing your presence across all platforms where your practice appears, correcting inconsistencies at the source, and claiming listings you don't currently control. This process takes time, but the visibility improvement justifies the investment.
Are listing inconsistencies hurting your local visibility? Get a free local search audit from //TECHYSCOUTS and see exactly where your practice information needs correction.
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Missing or Outdated Service Categories
Google Business Profile allows you to select categories that describe your services. Many dental practices select "Dentist" and stop there, missing opportunities to appear in searches for specific services they offer. "Cosmetic Dentist," "Pediatric Dentist," "Emergency Dental Service," and "Dental Implants Provider" are all separate categories that drive different searches to your profile.
Category selection should reflect the services you actually want to promote. If you've added Invisalign since creating your profile, have you added the relevant category? If you no longer offer certain services, are outdated categories still attached? Regular category audits ensure your profile matches your current practice.
Google also allows attributes—specific features like "wheelchair accessible" or "online appointments"—that help patients filter results. Missing attributes mean missing patients who filter for specific needs.
Local search services include comprehensive category and attribute optimization to ensure your profile captures every relevant search.
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Photo Optimization Most Practices Ignore
Google shows profile photos prominently in search results—but many practices either have no photos, have photos from years ago, or have photos that make the practice look worse rather than better. Dim office photos, blurry team shots, and outdated interior images all undermine first impressions.
Photo optimization means having current, high-quality images of your office exterior (so patients can find you), reception and waiting areas (to build comfort), treatment rooms (to show modern equipment), and team members (to create connection). Google prioritizes profiles with recent, diverse photo content in local rankings.
Patient-uploaded photos also appear on your profile—and you can't remove them. Monitoring these photos and encouraging happy patients to share positive images helps ensure the photos Google shows reflect well on your practice.
Review Strategy (Including HIPAA Considerations)
Reviews drive both rankings and conversions. Practices with more positive recent reviews rank higher and convert more searchers into appointments. Yet many practices either ignore reviews entirely or make critical mistakes in how they respond.
HIPAA creates unique challenges for dental review responses. You cannot confirm that someone is a patient, discuss their treatment, or reveal any protected health information—even if the patient themselves disclosed it in their review. Responding to negative reviews requires careful language that addresses concerns without confirming the patient relationship.
Positive review responses matter too. Personalized thanks (without revealing treatment details) encourage future reviews and demonstrate engagement. Generic copy-paste responses signal that reviews aren't valued.
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Posts and Q&A Management
Google Business Profile includes features many practices never touch—posts and Q&A. Profile posts let you share updates, promotions, and news directly in search results. They expire after seven days, creating ongoing maintenance requirements, but practices that post consistently see engagement and visibility benefits.
The Q&A section allows anyone to ask questions—and anyone to answer them. Left unmanaged, competitors or random users might provide incorrect information about your practice. Proactively adding and answering common questions ensures patients get accurate information while demonstrating your engagement with the platform.
Ongoing local search services include Google Business Profile management to ensure your presence stays current, accurate, and competitive.
Ready to turn your Google Business Profile into a patient acquisition asset? Talk to //TECHYSCOUTS about local search strategies that fill your schedule.
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References
BrightLocal. (2024). "Local Consumer Review Survey." https://www.brightlocal.com/research/local-consumer-review-survey/https://www.shopify.com/blog/ecommerce-seo
Google. (2024). "Google Business Profile Help Center." https://support.google.com/business/
Moz. (2024). "Local Search Ranking Factors." https://moz.com/local-search-ranking-factors
Whitespark. (2024). "Local Citation Audit Guide." https://whitespark.ca/
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